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For anyone who has spent a long time renting, confronted by the same landlord-approved beige walls and yearning for adding some actual personality to their home, Pantone's new Colour of the Year might be perceived as a disappointing choice.

This time around, the influential color company has selected a shade of white as its flagship hue.

To be precise, the shade is called Cloud Dancer – a white described as "elevated" and "airy" which "functions as a emblem of tranquility in a society re-evaluating the importance of quiet reflection".

It represents the first time a pure white has been chosen as the Colour of the Year, and it has generated significant controversy.

According to Pantone, Cloud Dancer "transcends mere pigment, it's a state of being" and signifies a collective yearning to decelerate, reset and seek peace after years of visual overload.

But some commentators have dubbed the decision as "Pantonedeaf", arguing that championing sparse and immaculate white spaces can feel distant from the smaller, lived-in homes everyday individuals inhabit.

Additional critics propose that positioning white as aspirational carries racial undertones, creating unease during current societal conversations about race and representation.

Clinical or Calm?

Designer One design critic says the criticism goes beyond surface appeal, noting that white bears cultural undertones and is seldom a neutral choice.

"White is a signal," he says, influenced by a ten-year period of minimalist celebrity interiors – most notably Kim Kardashian's austere home – that came to represent "affluence, control and distance from disorder".

He explains that white is "not about inspiration but taking care not to offend", with Cloud Dancer representing "restraint, moral minimalism and the concept that neutrality signifies goodness".

The designer cites the global health crisis as a turning point in how people perceive their homes.

"Overnight they transformed into our offices, refuges and emotional anchors," he says, noting that in this context, pushing the Colour of the Year towards "more visual emptiness feels rather tone-deaf".

Rather than offering calm, he contends white now threatens to amplifying "a feeling of emptiness", particularly when paired with harsh, sterile lighting.

'Sterile Sensations

Lara Clark, a UK-based interior designer, agrees and says Cloud Dancer "is not perceived as a colour" and is "firmly in the bin for me".

While it may suit extremely sparse or architectural spaces, she says pure white shades rarely create calm in real homes.

"What looks serene in a professional photo can readily feel clinical at home," she explains.

"The color white may seem harsh and demanding and you wouldn't wish your home to give a medical atmosphere."

She adds that "homes should elicit happiness and be inviting and lived-in, and this hue feels quite distant from that."

Beaumont hopes that homeowners will reject the Pantone Colour of the Year in favour of "unabashed dopamine décor", using vibrant hues to express personality.

The vice president of the Pantone Colour Institute commented that people "bring different feelings" to the significance of the colour, but it was chosen as it "integrates perfectly with everything around it, offering a refined neutrality that seems intentional and adaptable".

Beginning in 2000, Pantone's Colour of the Year has become a powerful industry signal.

Previous selections have included the hopefulness of Living Coral, the serene assurance of Classic Blue, the energy of Viva Magenta, and more recently more gentle, feeling-based tones like a soft peach.

These hues extend beyond trend forecasts - they show up in clothing lines, beauty launches, interiors, product wrapping and even consumer electronics, influencing how products are sold and how consumers envision the coming year.

A style and trend expert, says Cloud Dancer is a "beautiful choice" and while it may appear basic, "this specific hue feels gentle and refined rather than stark".

Contrary to those who say the colour is dull, Robinson sees it as "adaptable" and says it's best used in "sleeping quarters and living areas where you want a peaceful, calming ambiance".

"Should you don't want to repaint, you can incorporate the colour into a room with pillows, throws and curtains."

Interior designer James Mellan-Matulewicz says although he was surprised that Pantone's selection this year was "essentially the lack of pigment", it is a bit like a basic flavor, in that "it is universally accepted but it's not a top choice".

He can see its benefits, noting that white can work particularly well as a background for design features like panelling and arched doorways which is a "growing trend in contemporary houses".

In fashion, white has long been a basic rather than a bold declaration and as a Colour of the Year it presents a different challenge to designers more accustomed to bold shades.

Fashion consultant Oriona Robb says elevating white seems "less about novelty and more about intention", reflecting a shift towards refinement after years of trend overloads.

"White forces designers and wearers alike to focus on form, scale and craftsmanship, there's really nowhere to hide," she clarifies.

But she adds that it also carries presumptions around self-image, lifestyle and advantage, stating: "If white is viewed as something only a limited subset of people can pull off, it becomes divisive."

She says the industry is already aware of the uncomfortable undertones tied to celebrating white as an ideal, especially amid continuing conversations about representation and accessibility, and the true challenge will be whether "brands address that nuance honestly, or simply glamorize the colour".

A Societal Shift, Not a Fad

Style consultant Another expert admits the choice initially surprised her, given Pantone's history of bold colours, but says it mirrors a genuine shift and aligns with a wider mood of "quiet luxury